BEATS BY DRE
Headphone and speaker maker Beats by Dre tested different creative strategies for ads in Instagram Stories, which significantly increased click-through rates compared to Instagram link ads and other advertising channels.
Beats by Dr. Dre (Beats) is a leading audio brand founded in 2006 by Dr. Dre and Jimmy Iovine. Through its family of premium consumer headphones, earphones and speakers, Beats has introduced an entirely new generation to the possibilities of premium sound entertainment. Beats was acquired by Apple Inc. in July 2014.
higher click-through rate, compared to other channels
increase in purchase lift
lift in traffic to website
lift in unique user engagement
The Beats by Dre team wanted to reach potential new customers and feed their interest in the brand’s new wireless headphones.
Its target audience was already active on Instagram Stories, so Beats by Dre knew it needed to make a mark with the new ads in Stories format. To test the format, the team partnered with media agency PMG, marketing agency Laundry Service, and creative agency Anomaly to produce three videos for Stories in two different styles.
The first video, which promoted its BeatsX campaign, showcased different celebrities demonstrating a product feature: magnetic earbuds. The other two videos were more focused on the Beats brand, and featured product shots showing the colors of the new Solo3 Icon collection. All of the videos were developed specifically for the Stories format—they were shot in vertical video, which is becoming more popular as audiences increasingly engage with their favorite brands on mobile devices.
After testing these different ad creative styles against one another, the Beats team found that product-focused Stories, which also included clearer calls-to-action, scaled better than its lifestyle-focused Stories. Instagram Stories also drove an overall 15% increase in click-through rate compared to Instagram link ads, and the click-through rate from Stories was also stronger than that from other advertising channels.